What Makes Customers Choose One Soap Brand Over Another
Soap is a daily necessity. Yet, everyone has their own preferences when choosing the soap they want to purchase. Well, thousands of soaps, presented in retail or e-commerce settings, are there to spoil customers. This makes it challenging for soap brands to attract and persuade customers to purchase their soaps. So, what makes customers choose one soap brand over another? Let’s find out!
What Motivates Consumers to Choose One Brand Over Another?
Consumers make their shopping decisions based on two factors: the product or the brand.
Let’s break it down.
Ask yourself: Why do you buy one product over another?
Consumers who choose the product are likely to ignore the brand. On the other hand, those who consciously choose a brand believe it excels both in product quality and personality.
Speaking of soaps, consumers have different preferences, making them choose one soap brand over another.
Here are some factors that influence their choice of soap.
When it comes to driving purchases, you should understand one thing: what are the qualities of a good soap?
Most consumers choose a soap over others for several reasons. What are they?
Soap Features
- Skin Specific
Consumers choose soaps based on their specific skin concerns. For example, people with dry skin prefer moisturizing soaps. Meanwhile, consumers with sensitive skin may opt for antibacterial soaps for hygiene.
- Soap Ingredients
Today’s consumers avoid harsh chemicals such as sulfates and parabens. This leads to a significant shift toward natural and organic soap ingredients. Think of soaps with essential oils, glycerin, and botanical extracts.
Sensory Drivers
- Fragrance Type
The scent of soap is the most influential factor in attracting consumers. Soaps scented with citrus or lavender are highly popular because they evoke refreshing, calming aromas.
- Lather & Texture
Soaps with excellent lather quality will be rich and creamy, delivering a new level of bathing experience.
Hygiene & Health Concerns
A huge consumer awareness has solidified “germ protection” as a primary driver. The result> Most consumers seek liquid and antibacterial soaps.
Visual Appeal
- Packaging Value
We all still judge a book by its cover, and consumers do the same when buying soap. Hence, the visual appeal of your soaps matters.
And it all starts with packaging. When consumers see your soaps are beautifully packaged in exclusive custom soap boxes with logo, they will surely pick them up. The reason? Your packaging already speaks product value without any words.
- Marketing Driver
Advertising your soaps through digital channels helps a lot in marketing and branding performance. Positive reviews and testimonials act as social proof that convinces consumers.
But wait, how branding helps a customer select a product?
Branding helps consumers select your soaps by simplifying choices and building trust. Better yet, excellent branding can differentiate your soaps in a crowded market.
Tips to Make Customers Choose Your Soap Brand Over Another
Now that you understand what makes customers choose one soap brand over another, what should you do to make them choose your brand?
Here are some practical tips you can follow.
Make Your Soaps Unique
Craft soaps that will make consumers perceive them as unique.
For example:
- Include “upcycled” ingredients (coffee grounds, fruit peels) or local botanicals.
- Create a soap formulation tailored to skin concerns such as acne control or post-workout recovery.
- Make soap scents linger longer to create a “fragrance journey.”
Level Up the Soaps’ Visual Appeal
Consumers interact with packaging before they know your product’s value. To persuade them, consider moving beyond basic cardboard to seed-embedded, compostable, or refillable packaging.
You can also try out boxes with die-cut windows or clear sleeves so customers can see the unique texture and color of your soaps.
Take Advantage of Digital Media
Some consumers make impulse purchases based on what they see on social media. To attract these consumers, ensure your soaps look pretty on your official social media accounts.
Don’t forget to take advantage of the growing popularity of Instagram Reels and TikTok. Yes, you can upload behind-the-scenes videos on popular social media platforms to reach more consumers. Think of the soap-making process, lather demonstrations, and even short videos of your workspace. They will surely persuade consumers to choose your soap brand.
Build Customer Loyalty
Believe it, it is cheaper to retain a customer than to get a new one. Therefore, building customer loyalty is a powerful way to sell more of your soaps.
What to do?
- Give a time-sensitive discount code (for example, valid for 14 days)
- Place a handwritten thank-you note in every first-time order to encourage repeat purchases.
- Offer a soap subscription to ensure revenue and customer habit.
- Support a specific local charity; 75% of consumers switch to brands that support local communities.
In Summary
No doubt, everyone has their own preferences when choosing the soap they want to purchase. Soap features, ingredients, hygiene & health concerns, sensory drivers, visual appeal, and marketing are key factors that influence consumers’ choice of one soap brand over another.
To make them choose your soap brand, make your soaps unique, level up their visual appeal, take advantage of digital marketing, and build customer loyalty.
